This document outlines the scheme of work and syllabus for a 45 period course on Principles of Marketing taking place from August 2014 to December 2014. The course is divided into 20 weeks covering topics such as marketing mix, customer loyalty, sustainable marketing, marketing environment analysis, consumer behavior, market segmentation, products and brands, pricing strategies, branding, promotion, marketing channels, and direct/online marketing. Assessment includes multiple choice quizzes and tests, case study discussions, group exercises, a midterm exam, and a final project presentation and exam. The lecturer is Agnieszka Brzezicka and students will be assigned reading and homework each week to supplement the lectures, presentations, discussions and in-class activities.

1. SCHEME OF WORK /SYLLABUS
COURSE TITLE: Principles of Marketing
TOTAL NUMBER OF PERIODS: 45 SEMESTER: August 2014
LECTURER: Agnieszka Brzezicka
abrzezicka@hotmail.com
Course: Principles of Marketing
Week
Nu
mbe
r
Course
Learning
Outcome
Class Topic Teaching materials
Teaching methods
Activities
Reading
Homework
Comments
Week 1
7/8/
1 Course overview
Introduction
What is marketing?
Marketing Mix.
Customer Loyalty –Retention.
Introduction: Textbook
Power Point
CRM Customer Relationship
Management
CPV Customers Perceived Value
Chapter 1,2 parts
assigned by the
teacher
Week 2
14/08
2,3 Sustainable marketing –
Chapter 1,2
Strategic Planning
Marketing Ethics
Sustainable Marketing
Lecture and Power Point
Case studies:
- Nestle
Chapter 2,3,4
parts assigned by
the teacher
Week 4
21/08
3,4 Analyzing the marketing
environment – Chapter 3
Multiple choice Quiz
Lecture
Chapter 4 ,5 parts
assigned by the

2. Microenvironment
Macro environment
Responding to the marketing
environment
Class work
Group discussion
teacher
Week 5
28/08
1,2,3, Consumers behaviour
Buying Decision
Marketing Research
Multiple choice test
Lecture and Power Point
In class discussion
Class work
Case study – Luxury Resort & Spa
Case Study
Montage Resort & Spa, Laguna
Beach
Chapter 6 parts
assigned by the
teacher
Week 6
4/09
1,2,3 Customer driven marketing
strategy – Chapter 6
Market segmentation
Market targeting
Differentiation and positioning
Multiple choice Quiz
Lecture and Power Point
In class group work
Chapter 7 parts
assigned by the
teacher
Week 8
11/09
1,2,3,4 Products, services and
brands – Chapter 7
Relationship marketing
Draft of the Final Project
Multiple choice test
Lecture and Power Point
In class group work questions
Chapter 8 parts
assigned by the
teacher
Final Project
Draft review
Weeks
25/9
Midterm Exam Multiple choice Exam
Week 12
2,9/10
1,2,3,4 Targeting Lecture
In class group exercise
Chapter 9 parts
assigned by the
teacher

3. Week 13
16/10
Competitive Strategy
Major pricing strategies
Ritz Carlton case
Lecture
Chapter 10,11,12
Parts assigned by
the teacher
Week 14
23/10
Branding Strategy, New
Product Development –
Product Life Cycle
Multiple choice Quiz
Lecture and Power Point
In class group exercise
Chapter 13,14 ,
15.16 parts
assigned by the
teacher
Week 15
30/10
Promotion Mix Lecture
In class group work
Individual exercise
17,18,19 parts
assigned by the
teacher
Week16
6/11
Marketing channels Lecture and Power Point
In class group work
Chapter 20 parts
assigned by the
teacher
Week 17
13/11
Direct and Online Marketing Lecture and Power Point
In class group work
Individual exercise
Chapter 20 parts
assigned by the
teacher
.
Week18
20/11
Final Exam
Week 19
27/11
Final Project Presentations
Week 20
4/12
Revision Exam- Group work
evaluation

4. Note: This scheme of work is subject to changes and modifications as the semester progresses.